This L.A. Spa Figured Out How to Make Foot Massages Not Sketchy

We all like massages, right? In an ideal world, we'd always have at least 90 minutes and a few hundred just lying around, waiting to be earmarked for some fancy hot-stone rubdown. But it's not, and we don't. And those express massage places aren't exactly ideal for a relaxing hour. That's why Amy Krofchick and Erica Malbon established the Now, a genius sanctuary in Los Angeles that combines the soothing vibe of a spa with the convenient prices of a walk-in spot.

If you've ever visited a sketchy massage basement partitioned by flimsy curtain walls or felt rushed by an aesthetician, you know that not every spa experience is stellar. This is not that kind of spa. The Now is spotless, peaceful, welcoming, and decorated in a minimalist, artistic kind of way. The space for foot and hand massages (above) feels more like an upscale nail salon than a murky den. And the individual rooms for full massages are completely closed off and private, so there's no chance for an awkward wrist brush with a stranger in the neighboring bed or an undressing mishap. It's the kind of environment you actually want to be (and stay) in, without any pretension.

You can book an appointment via telephone, the spa's website, or its app, or you can just walk in whenever the massage mood hits you. And every service is either $35 for 30 minutes or $60 for 60 minutes. The Now is such a perfect middle ground between two very extreme ends in the massage world, I can't help but wonder, why didn't I think of that?